Youth and Parent Ad Tracking Survey

National Youth Anti-Drug Media Campaign (NYADMC) - Parent and Youth Tracking Studies

Tracking Study Above the Influence MAIN QUESTIONNAIRE 20 Aug 2013

Youth and Parent Ad Tracking Survey

OMB: 3201-0010

Document [docx]
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MAIN QUESTIONNAIRE – GENERAL DRUGS


INTRO

Today’s survey is about substance use, including marijuana or weed, alcohol, pills or medicines that some people might use to get buzzed or high. We appreciate your honesty in answering our questions. All of your answers will be kept strictly confidential and used for research purposes only.


We are most interested in your thoughts and opinions.  So, if you are unsure about an answer, please just tell us what you think would be the best answer to the question.


Please click “Next” to begin the survey.


BELIEFS – GENERAL DRUGS


[AVAILABILITY/POSITIVE AND NEGATIVE INFLUENCES]

1 PeerUsage (social normative perceptions)

How many of the people in your grade at school would you say use weed, alcohol, or pills at least once a month to get buzzed or high?


Buzzed or high” refers to the use of substances like weed, alcohol, or pills.


None of them

A few of them

Most of them

All of them


[RISK PERCEPTIONS: GENERAL AND SPECIFIC]

3 RiskSpec (negative outcome expectations)

On a scale of 1 to 5, where 1 is “no risk at all” and 5 is “extreme risk,” what is the risk of each of the following if teens get buzzed or high at least once a month?


Buzzed or high” refers to the use of substances like weed, alcohol, or pills.


[SCALE ACROSS THE TOP] 1 = No risk at all 2 3 4 5 = Extreme risk


[DOWN THE SIDE - RANDOMIZE]

Affecting their chances for success

Disappointing friends

Hurting themselves or others

Doing something they might later regret

Disappointing parents or family

Doing things that are very irresponsible

Putting someone they know in danger

Wanting to do it more and more

Doing worse at school

Impacting brain development

Being talked about in a bad way


2 RiskGen

How much do you think people risk if they get buzzed or high at least once a month by using weed, alcohol, or pills?


Buzzed or high” refers to the use of substances like weed, alcohol, or pills.


No risk

Slight risk

Moderate risk

Great risk

Can’t say/don’t know

[BENEFIT PERCEPTIONS]

BetterOff

How much better off do you think someone your age would be if they didn’t use drugs or drink alcohol?

No better off
Slightly better off
Moderately better off
Much better off
Don’t know

BetterOffSpecific

For each of the following statements, how much better off would someone your age be by not using drugs or drinking alcohol?

[SCALE ACROSS THE TOP] 1 = Not at all 2 3 4 5 = Much better off

better off


[DOWN THE SIDE - RANDOMIZE]

Being healthier physically

Doing better in school

Being more successful in social situations

Being more ready to take advantage of the moment

Being more successful in life

Being a better friend

Feeling good about themselves

Having the respect of peers



[PERCEIVED DISAPPROVAL MEASURES]

4 Disapp

Please select a response on the scale that best describes the following statements.


Buzzed or high” refers to the use of substances like weed, alcohol, or pills.


[SCALE ACROSS THE TOP]

Strongly disapprove

Somewhat disapprove

Neither approve nor disapprove

Somewhat approve

Strongly approve


[DOWN THE SIDE – RANDOMIZE]

How do you feel about someone your age who gets buzzed or high at least once a month?

How do you think your parents would feel about you getting buzzed or high at least once a month?

How do you think your close friends would feel about you getting buzzed or high at least once a month?


[NORMATIVE BELIEF STATEMENTS]

5 NormBelief

How much do you agree or disagree with each of the following statements?


Buzzed or high” refers to the use of substances like weed, alcohol, or pills.

[SCALE ACROSS THE TOP]

Strongly disagree

Somewhat disagree

Neither agree nor disagree

Somewhat agree

Strongly agree


[DOWN THE SIDE - RANDOMIZE]

I would have a better time with friends if I got buzzed or high.

I would be more like the popular kids if I got buzzed or high.

Teens today are deciding to resist influences to do things like getting buzzed or high.





Intentions, Receptivity and Past Use – GENERAL DRUGS


[INTENTIONS, RECEPTIVITY AND PAST USE]

6 IntentBuzz

Do you think you will get buzzed or high anytime during the next year?


Buzzed or high” refers to the use of substances like weed, alcohol, or pills.


Definitely not

Probably not

Probably yes

Definitely yes


7 FriendOffer

If one of your close friends were to offer you something to get buzzed or high, would you use it?


Buzzed or high” refers to the use of substances like weed, alcohol, or pills.


Definitely not

Probably not

Probably yes

Definitely yes


8 IntentUse

Do you think you will use something to get buzzed or high soon?


Buzzed or high” refers to the use of substances like weed, alcohol, or pills.


Definitely not

Probably not

Probably yes

Definitely yes


9 Frequ30Days

How many times have you gotten buzzed or high in the past 30 days?


Buzzed or high” refers to the use of substances like weed, alcohol, or pills.


Never

Once

2-3 times

4-9 times

10 or more times


Environmental Protective / Risk Factors –


11 Offer

Has anyone ever offered or tried to sell you drugs?


Yes

No


13 Talk

In the past few weeks, have your parents talked to you about staying away from drugs and alcohol?


Yes

No


Recent Campaign Activity – Awareness, Recall…

RECENT CAMPAIGN ACTIVITY


[AWARENESS]

Reasons For Use

What do you think are the main reasons teens say they use drugs and alcohol? Check all that apply.


RANDOMIZE - MULTI-PUNCH

To fit in with friends
To deal with pressures and stress of school
To feel adventurous
To forget their troubles
To feel better about themselves
To have fun

Other, please specify: _________ [ANCHOR]


20 SeenAd

Have you recently (in the past week or so) seen, heard or read anything about each of the following? It may have been anywhere.


[ACROSS THE TOP]

Yes

No


[DOWN THE SIDE – RANDOMIZE – SHOW LOGO IMAGES]

Above the Influence

Truth

My Anti-Drug


SeenAd2

Have you recently (in the past week or so) seen, heard or read anything about each of the following? It may have been anywhere.


[ACROSS THE TOP]

Yes

No


[DOWN THE SIDE – RANDOMIZE – SHOW LOGO IMAGES]

MTV

Facebook

Twitter

Red Bull

McDonald’s

Burger King

Old Navy

Nintendo

Nike

Clearasil

Pepsi

Apple

[IF “NO” FOR ABOVE THE INFLUENCE AT SEENAD, SKIP TO MODULE SECTION (BUT STILL ASK SEENAD2)]


[DEPTH OF EXPOSURE/INTERACTION (CAPTURE VARIOUS CHANNELS WHERE EXPOSED)]

ASK IF YES FOR ATI AT QSEENAD

PLEASE SHOW ATI LOGO ABOVE QUESTION

21 AdSource

Where have you seen, heard or read anything about Above the Influence recently? Check all that apply.


[RANDOMIZE]

TV

Magazines

Radio

Movie theaters

Billboard or outdoor wall mural

Screens in malls, arcades or game stores

Posters (on buses, trains, or other public transportation)

Internet ad or banner

Video ad shown on YouTube, Hulu, etc.

Social networking websites like Facebook, MySpace, Twitter

People talking, blogs, chatrooms, message boards

School programs, clubs, or organizations

Mobile phone (ads, text messages, etc.)

Photo or art sharing websites like Flickr, DeviantArt

None of the above [ANCHOR - EXCLUSIVE]


[DEPTH OF KNOWLEDGE/FAMILIARITY]

22 ATIFamiliarity

How well do you know Above the Influence?


Not at all

Not really well

Somewhat

Very well



INTERACTION WITH CAMPAIGN CONTENT


[INTERACTION WITH ATI]

23 ATIInteraction

Have you recently…


[ACROSS THE TOP]

Yes

No


[DOWN THE SIDE – RANDOMIZE]

Talked about Above the Influence

Blogged/wrote things online about Above the Influence

Shared something about Above the Influence

Posted anything about Above the Influence

Downloaded anything about Above the Influence

Searched for anything about Above the Influence

Clicked on an Above the Influence ad/banner

Spent some time on the AbovetheInfluence.com website

Done a project or assignment about Above the Influence


SKIP IF “NO” TO ALL AT QATIINTERACTION

24 ATIInteractionType

And was what you talked about, shared, or learned about Above the Influence


Very negative

Somewhat negative

Neutral

Somewhat positive

Very positive



BRAND RELATIONSHIP / Early Indicators


[PERSONAL RELATIONSHIP WITH ATI]

26 ATISubstances

Which drugs or substances do you think Above the Influence applies to? Check all that apply.


[RANDOMIZE]

Drugs in general [ANCHOR AT TOP/AS FIRST RESPONSE]

Alcohol

Marijuana or weed

Medications like cough medicine that you can usually buy without a prescription

Pills or prescription medications

Tobacco

Other [ANCHOR]


[PERCEIVED IMAGE OF ATI]

29 ATIImage

How much do you agree or disagree with each of the following statements about the Above the Influence campaign overall?


[SCALE ACROSS THE TOP]

Strongly disagree

Somewhat disagree

Neither agree nor disagree

Somewhat agree

Strongly agree

[RANDOMIZE]

The commercials stand out
The messages hit home
Makes me think about why it's better to be above the influence
REMOVE QUOTATIONS
It's important to hear and see
I'm more aware of the risks of being under the influence
I feel positive about the
Above the Influence campaign overall
The messages are worth remembering
Above the Influence is worth talking about
I want to see more from
Above the Influence

I think it's effective for people like me

I think it's inspiring

It's a good thing that Above the Influence is out there

Above the Influence speaks to me



Campaign Communications/Messaging


80 AdCommunication

Thinking about the Above the Influence campaign overall, how well do you think it communicates the following messages about Above the influence?


Please use a scale from 1 to 5 where 1 means “doesn’t communicate this message at all” and 5

means “strongly communicates this message.”


[SCALE ACROSS THE TOP]


[DOWN THE SIDE - RANDOMIZE]

Teens today are smart about recognizing negative influences and the need to resist them

Teens who choose to be “above the influence” will be respected by others

You will be better off if you stay “above the influence”

Being under the influence can cause some pretty negative things to happen to you 

You are willing to resist negative influences

[PERCEIVED RELATIONSHIP WITH ATI (NORMATIVE PERCEPTIONS ABOUT THE BRAND)]

30 ATITarget

For which of the following people do you feel it is important to hear about Above the Influence? Check all that apply.


[DOWN THE SIDE – RANDOMIZE - MULTIPUNCH]

Me

Kids younger than me

Teens older than me

Someone in my grade at school

Parents

Other adults, such as teachers [ANCHOR]

None of the above [ANCHOR]


SUBSTANCE USE MEASURES

FOUR MODULES: MARIJUANA, ALCOHOL, RX/PILLS, AND BRAND EQUITY – RESPONDENTS RANDOMLY ASSIGNED TO 1

PLEASE CREATE NEW QUOTA FOR THE 4TH/NEW MODULE – MUST BE P1 FOR A1 @ SEENAD IN ORDER TO GET THIS MODULE


MARIJUANA MODULE


[AVAILABILITY/POSITIVE AND NEGATIVE INFLUENCES]

31 PeerUsageWeed

Now let’s focus specifically on marijuana, also known as weed.


How many of the people in your grade at school would you say use weed at least once a month to get buzzed or high?


None of them

A few of them

Most of them

All of them


[RISK PERCEPTIONS: GENERAL AND SPECIFIC]

33 RiskSpecWeed

On a scale of 1 to 5, where 1 is “no risk at all” and 5 is “extreme risk,” what is the risk of each of the following if someone gets buzzed or high on weed at least once a month?


[SCALE ACROSS THE TOP] 1 = No risk at all 2 3 4 5 = Extreme risk

[DOWN THE SIDE - RANDOMIZE]

Affecting their chances for success

Disappointing friends

Hurting themselves or others

Doing something they might later regret

Disappointing parents or family

Doing things that are very irresponsible

Putting someone they know in danger

Wanting to do it more and more

Doing worse at school

Impacting brain development

Being talked about in a bad way


32 RiskGenWeed

How much do you think people risk if they get buzzed or high on weed at least once a month?


No risk

Slight risk

Moderate risk

Great risk

Can’t say/don’t know

[PERCEIVED DISAPPROVAL MEASURES]

34 DisappWeed

Please select a response on the scale that best describes the following statements.


[SCALE ACROSS THE TOP]

Strongly disapprove

Somewhat disapprove

Neither approve nor disapprove

Somewhat approve

Strongly approve


[DOWN THE SIDE – RANDOMIZE]

How do you feel about someone your age who gets buzzed or high on weed at least once a month?

How do you think your parents would feel about you getting buzzed or high on weed at least once a month?

How do you think your close friends would feel about you getting buzzed or high on weed at least once a month?

[NORMATIVE BELIEF STATEMENTS]

35 NormBeliefWeed

How much do you agree or disagree with each of the following statements?


[SCALE ACROSS THE TOP]

Strongly disagree

Somewhat disagree

Neither agree nor disagree

Somewhat agree

Strongly agree


[DOWN THE SIDE - RANDOMIZE]

I would have a better time with friends if I got buzzed or high on weed.

I would be more like the popular kids if I got buzzed or high on weed.

Teens today are deciding to resist influences to do things like getting buzzed or high on weed.


[INTENTIONS, RECEPTIVITY AND PAST USE]

36 IntentBuzzWeed

Do you think you will smoke or use weed anytime during the next year?


Definitely not

Probably not

Probably yes

Definitely yes


37 FriendOfferWeed

If one of your close friends were to offer you weed to get buzzed or high, would you use it?


Definitely not

Probably not

Probably yes

Definitely yes


38 IntentUseWeed

Do you think you will use weed soon?


Definitely not

Probably not

Probably yes

Definitely yes


39 Frequ30DaysWeed

How many times have you used weed in the past 30 days?


Never

Once

2-3 times

4-9 times

10 or more times


41 AttainableWeed

How difficult or easy do you think it would be for you to get weed?


Very difficult to get

Fairly difficult to get

Fairly easy to get

Very easy to get

Not sure


42 OfferWeed

Has anyone ever offered or tried to sell you weed?


Yes

No


44 TalkWeed

In the past few weeks, have your parents talked to you about staying away from weed?


Yes

No



ALCOHOL MODULE


[NORMATIVE PERCEPTIONS]

45 PeerUsageAlcohol

Now let’s focus specifically on alcohol.


How many of the people in your grade at school would you say use alcohol at least once a month to get buzzed or high?


None of them

A few of them

Most of them

All of them


[RISK PERCEPTIONS: GENERAL AND SPECIFIC]

47 RiskSpecAlcohol

On a scale of 1 to 5, where 1 is “no risk at all” and 5 is “extreme risk,” what is the risk of each of the following if someone gets buzzed or high on alcohol at least once a month?


[SCALE ACROSS THE TOP] 1 = No risk at all 2 3 4 5 = Extreme risk


[DOWN THE SIDE - RANDOMIZE]

Affecting their chances for success

Disappointing friends

Hurting themselves or others

Doing something they might later regret

Disappointing parents or family

Doing things that are very irresponsible

Putting someone they know in danger

Wanting to do it more and more

Doing worse at school

Impacting brain development

Being talked about in a bad way


46 RiskGenAlcohol

How much do you think people risk if they get buzzed or high on alcohol at least once a month?


No risk

Slight risk

Moderate risk

Great risk

Can’t say/don’t know

[PERCEIVED DISAPPROVAL MEASURES]

48 DisappAlcohol

Please select a response on the scale that best describes the following statements.


[SCALE ACROSS THE TOP]

Strongly disapprove

Somewhat disapprove

Neither approve nor disapprove

Somewhat approve

Strongly approve


[DOWN THE SIDE - RANDOMIZE]

How do you feel about someone your age who gets buzzed or high on alcohol at least once a month?

How do you think your parents would feel about you getting buzzed or high on alcohol at least once a month?

How do you think your close friends would feel about you getting buzzed or high on alcohol at least once a month?


[NORMATIVE BELIEF STATEMENTS]

49 NormBeliefAlcohol

How much do you agree or disagree with each of the following statements?


[SCALE ACROSS THE TOP]

Strongly disagree

Somewhat disagree

Neither agree nor disagree

Somewhat agree

Strongly agree


[DOWN THE SIDE - RANDOMIZE]

I would have a better time with friends if I got buzzed or high on alcohol.

I would be more like the popular kids if I got buzzed or high on alcohol.

Teens today are deciding to resist influences to do things like getting buzzed or high on alcohol.


[INTENTIONS, RECEPTIVITY AND PAST USE]

50 IntentBuzzAlcohol

Do you think you will get buzzed or high on alcohol anytime during the next year?


Definitely not

Probably not

Probably yes

Definitely yes


51 FriendOfferAlcohol

If one of your close friends were to offer you alcohol to get buzzed or high, would you drink it?


Definitely not

Probably not

Probably yes

Definitely yes


52 IntentUseAlcohol

Do you think you will get buzzed or high on alcohol soon?


Definitely not

Probably not

Probably yes

Definitely yes


53 Frequ30DaysAlcohol

How many times have you gotten buzzed or high on alcohol in the past 30 days?


Never

Once

2-3 times

4-9 times

10 or more times


55 AttainableAlcohol

How difficult or easy do you think it would be for you to get alcohol?


Very difficult to get

Fairly difficult to get

Fairly easy to get

Very easy to get

Not sure


56 OfferAlcohol

Has anyone ever offered or tried to sell you alcohol?


Yes

No


58 TalkAlcohol

In the past few weeks, have your parents talked to you about staying away from alcohol?


Yes

No


RX/PILLS MODULE


[NORMATIVE PERCEPTIONS]

59 PeerUsageRX

Now let’s focus specifically on prescription pills or medicines without a prescription (over-the-counter medication).


How many of the people in your grade at school would you say use pills at least once a month to get buzzed or high?


None of them

A few of them

Most of them

All of them


[RISK PERCEPTIONS: GENERAL AND SPECIFIC]

61 RiskSpecRX

On a scale of 1 to 5, where 1 is “no risk at all” and 5 is “extreme risk,” what is the risk of each of the following if someone gets buzzed or high on pills at least once a month?


[SCALE ACROSS THE TOP] 1 = No risk at all 2 3 4 5 = Extreme risk


[DOWN THE SIDE - RANDOMIZE]

Affecting their chances for success

Disappointing friends

Hurting themselves or others

Doing something they might later regret

Disappointing parents or family

Doing things that are very irresponsible

Putting someone they know in danger

Wanting to do it more and more

Doing worse at school

Impacting brain development

Being talked about in a bad way


60 RiskGenRX

How much do you think people risk if they get buzzed or high on pills at least once a month?


No risk

Slight risk

Moderate risk

Great risk

Can’t say/don’t know

[PERCEIVED DISAPPROVAL MEASURES]

62 DisappRX

Please select a response on the scale that best describes the following statements.


[SCALE ACROSS THE TOP]

Strongly disapprove

Somewhat disapprove

Neither approve nor disapprove

Somewhat approve

Strongly approve


[DOWN THE SIDE - RANDOMIZE]

How do you feel about someone your age who gets buzzed or high on pills at least once a month?

How do you think your parents would feel about you getting buzzed or high on pills at least once a month?

How do you think your close friends would feel about you getting buzzed or high on pills at least once a month?

[NORMATIVE BELIEF STATEMENTS]

63 NormBeliefRX

How much do you agree or disagree with each of the following statements?


[SCALE ACROSS THE TOP]

Strongly disagree

Somewhat disagree

Neither agree nor disagree

Somewhat agree

Strongly agree


[DOWN THE SIDE - RANDOMIZE]

I would have a better time with friends if I got buzzed or high on pills.

I would be more like the popular kids if I got buzzed or high on pills.

Teens today are deciding to resist influences to do things like getting buzzed or high on pills.


[INTENTIONS, RECEPTIVITY AND PAST USE]

64 IntentBuzzRX

Do you think you will get buzzed or high on pills anytime during the next year?


Definitely not

Probably not

Probably yes

Definitely yes


65 FriendOfferRX

If one of your close friends were to offer you pills to get buzzed or high, would you use them?


Definitely not

Probably not

Probably yes

Definitely yes


66 IntentUseRX

Do you think you will get buzzed or high on pills soon?


Definitely not

Probably not

Probably yes

Definitely yes


67 Frequ30DaysRX

How many times have you gotten buzzed or high on pills in the past 30 days?


Never

Once

2-3 times

4-9 times

10 or more times


69 AttainableRX

How difficult or easy do you think it would be for you to get pills to get buzzed or high?


Very difficult to get

Fairly difficult to get

Fairly easy to get

Very easy to get

Not sure


70 OfferRX

Has anyone ever offered or tried to sell you pills to get buzzed or high?


Yes

No


72 TalkRX

In the past few weeks, have your parents talked to you about staying away from pills that can get you buzzed or high?


Yes

No



BRAND EQUITY MODULE


INTRO

Now we are going to ask you a series of questions about Above the Influence.


PricePremium

How much do you agree or disagree with each of the following statements?


[SCALE ACROSS THE TOP]

Strongly disagree

Disagree

Agree

Strongly agree

No opinion

Prefer not to answer


[DOWN THE SIDE - RANDOMIZE]

I’d like to help Above the Influence get the word out

I’d defend Above the Influence if someone were putting it down

I’d support Above the Influence even if my friends didn’t


SatisfactionLoyalty

How much do you agree or disagree with each of the following statements?


[SCALE ACROSS THE TOP]

Strongly disagree

Disagree

Agree

Strongly agree

No opinion

Prefer not to answer


[DOWN THE SIDE - RANDOMIZE]

If I had the chance, I would tell other kids my age to watch the Above the Influence ads

I’d wear an Above the Influence T-shirt

I’d become a fan of Above the Influence on my social networking website

I’d create a YouTube video to support Above the Influence


PerceivedQuality

How much do you agree or disagree with each of the following statements?


[SCALE ACROSS THE TOP]

Strongly disagree

Disagree

Agree

Strongly agree

No opinion

Prefer not to answer


[DOWN THE SIDE - RANDOMIZE]

Above the Influence ads are the best anti-drug ads out there

Above the Influence gives me information that I want

Above the Influence helps me understand how drugs can influence me


LeadershipPopularity

How much do you agree or disagree with each of the following statements?


[SCALE ACROSS THE TOP]

Strongly disagree

Disagree

Agree

Strongly agree

No opinion

Prefer not to answer


[DOWN THE SIDE - RANDOMIZE]

Above the Influence is becoming more popular with kids like me

Above the Influence is for kids like me

Above the Influence is the best way for kids to learn about drugs

BrandPersonality

Would you say that the young people in Above the Influence ads generally:


[SCALE ACROSS THE TOP]

Strongly disagree

Disagree

Agree

Strongly agree

No opinion

Prefer not to answer


[DOWN THE SIDE - RANDOMIZE]

Take control of their lives

Have their own style

Stand up for themselves

Are self-confident

See how drugs can influence them

Make their own decisions


OrgAssociations

How much do you agree or disagree with each of the following statements?


[SCALE ACROSS THE TOP]

Strongly disagree

Disagree

Agree

Strongly agree

No opinion

Prefer not to answer


[DOWN THE SIDE - RANDOMIZE]

When I see anti-drug ads on TV, I can always tell which ones are from Above the Influence

Above the Influence ads are always honest

Above the Influence gives kids facts they need


BrandAwareness

When you think of the Above the Influence ads, you think:


[SCALE ACROSS THE TOP]

Strongly disagree

Disagree

Agree

Strongly agree

No opinion

Prefer not to answer


[DOWN THE SIDE - RANDOMIZE]

Refusing drugs earns you respect

More and more kids are above the influence of drugs

I can stand up for myself

I’ll have more fun without drugs

Refusing drugs is a way to express your independence

It’s cool to be above the influence of drugs


[END MODULE SECTION]



INTRO

The next few questions are about your use of various media. Please click “Next” to continue.


73 WatchTV

Which of the following television channels do you usually watch?


[RANDOMIZE] MULTI-PUNCH, ADD “None of the above” EXCLUSIVE, ANCHORED

ABC Family

Adult Swim

BET

Comedy Central

CW

FearNet

Fox

Fuel

Fuse

Havoc TV

MTV

MTV2

MTV Tr3s

Mun2

Music Choice

MyNetwork TV

Nick at Nite

SiTV

TeenNick

USA

VH1

WGN


74 VisitSite

Which of the following websites or social networking sites do you normally visit/use?


[RANDOMIZE] MULTI-PUNCH, ADD “None of the above” EXCLUSIVE, ANCHOREDABC Family

Addicting Games

BET

DeviantArt

Facebook

Google

Hulu

IGN

MTV

MySpace

MyYearbook

Pandora

Seventeen

TeenNick

Yahoo!

YouTube

Bebo

Hi5

Meebo

Twitter


76 ReadMag

Which of the following types of magazines have you read in the past 30 days? Check all that apply.


[RANDOMIZE]

Entertainment Magazines like J-14, Twist, etc.

Fashion Magazines like Seventeen, Justine, etc.

Sports Magazines like ESPN and Sports Illustrated, etc.

Action Sports Magazines like WWE, Skateboarding, RideBMX, etc.

Comics like DC Comics, Marvel Comics, etc.

Gaming Magazines like Nintendo Power, XBox Official Magazine, etc.

In-School Magazines like Teen Ink, etc.

None of the above [ANCHOR - EXCLUSIVE]


77a AdSource2

Below is a list of places where you might be exposed to advertising. In the past week, what are the top 5 you spent the most time with? Use the drop-down box next to each place to rank order your top choices from 1 to 5, where 1 is where you spent the most time, 2 is where you spent the second most time, and so on.


Please only select a ranking for 5 places.


[RANDOMIZE] PLEASE SHOW DROP-DOWN BOX NEXT TO EACH CHOICE WITH OPTIONS 0 THROUGH 5. ONLY ALLOW NUMBERS 1-5 TO BE USED ONCE, SHOW BOX AT 0 AS DEFAULT ANSWER.

Mobile phone

Magazines

Radio

Newspaper

Billboards or outdoor wall murals

Movie theaters

TV

Screens in malls, arcades or game stores

Screens or posters in school

Video websites like YouTube, Hulu, etc.

Social networking websites like Facebook, MySpace, Twitter, etc.

Search engines like Google, etc.

Other websites [ANCHOR]


AD RECOGNITION SECTION


INTRO

Now we’d like to ask you a few questions about some commercials and banners that recently appeared on television, in a movie theater, in a magazine or newspaper, or online.


We are going to show you some ads that have recently appeared. Some of these ads have sound, so please be sure that the volume on your computer is turned up to a comfortable level.


Please click “Next” to see the first ad.


RANDOMIZE 4 ADS **HIGH SECURITY NEEDED ON ADS

REPLACE WITH VIDEOS AGAIN, DISABLE NEXT BUTTON FOR DURATION OF AD AND THEN ENABLE IT


ASK CHECK AND ADRECOGNITION AFTER EACH AD IN A LOOP


78 CHECK

Were you able to clearly see and hear the ad?


Yes

No [SKIP TO INTRO AT DEMOGRAPHIC SECTION]


79 AdRecognition

Do you remember seeing this advertisement before today?


Yes

No

Not sure


[END LOOP]



DEMOGRAPHICS


INTRO

These last few questions are just to classify our interviews into groups. Please click “Next” to continue.


82 RoleModel

Would you say that you have an adult whom you trust (parent, teacher, coach, other adult) in your life?


Yes

No


83 FamilyUsers

Does any member of your immediate family currently use drugs?


Yes, I have family member(s) who currently use drugs

No, but I have family member(s) who have used drugs in the past

No, no one in my immediate family has ever used drugs

Don’t know


84 Psychographic

Below is a list of statements about how you may think or feel about yourself. Please read each

statement and tell us how much you think it describes you.


[ACROSS THE TOP]

Strongly disagree

Somewhat disagree

Neither agree nor disagree

Somewhat agree

Strongly agree


[DOWN THE SIDE – RANDOMIZE]

On the whole I am satisfied with myself

At times I think I am no good at all

I feel I have a number of good qualities

I am able to do things as well as most other people

I feel I do not have much to be proud of

I certainly feel useless at times

I feel I am a person of worth, at least the same as others

I wish I could have more respect for myself

Most of the time I feel like a failure

I take a positive attitude toward myself



86 HHSIZE

Including yourself, how many people are currently living in your household? Please enter your answer in numbers like 1 or 2; do not write out the word.


[INSERT ONE OPEN-END TEXT BOX - ALLOW 1-10]


87 ASK IF 2+ AT HHSIZE

LiveWith

Who do you live at home with? Check all that apply.


Your mother

Your father

Your brother/sister

Some other member(s) of your family

Foster parent(s)

Other non-relative


88 SchoolType

What type of school do you currently attend?


Public school

Parochial/Catholic school

Other religious private school

Non-religious private school


89 SchoolOrg

Do you belong to any organizations or participate in after-school activities? Check all that apply.


RANDOMIZE

Sports

Boys and girls club

Religious group

Drama club

YMCA

Anti-drug programs

Boy Scouts

Girl Scouts

Big Brothers/Big Sisters

Other

I do not belong to or participate in any organizations or after-school activities ANCHOR



CUSTOM THANK YOU SCREEN – TO BE SHOWN BEFORE BEING REDIRECTED TO SUPPLIER


Please print this page for your parent(s) in case they have questions or concerns about the confidentiality of your participation in this survey.

Today your child voluntarily took part in a short survey asking his/her opinions about drugs and drug prevention advertisements that were created of the Office of National Drug Control Policy (ONDCP). This study is being conducted by OTX on behalf of the ONDCP. Your child’s name will not appear anywhere on the information provided, so no one will know how he/she answered the questions. His/her answers will be combined with those of youth across America to help shape a national advertising campaign designed to help keep youth from trying drugs.


If you have any questions about this research, please send an email to [email protected] to receive additional information.


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